Day Spas Get Salty with Clients

BY Courtney Huckabay
Featured image for “Day Spas Get Salty with Clients”

"Salt therapy, also known as halotherapy, a venerable treatment in Central Europe and Asia, is now being offered at spas, resorts and stand-​alone facilities in the United States in the form of salt beds, salt rooms and salt booths," The New York Times reports. "Floors and walls that are lined with salt blocks and salt crystals, and zero-​gravity chairs (recliners designed to relax the back), are the norm. A device known as a halogenerator grinds sodium chloride into a dry aerosol, then disperses it to mimic the microclimate of a salt cave."

The ability to look at salt and see its helpful properties has become a significant part of our business,” said Allan Share, the president of the Spa Industry Association.

"In 2012, there were a dozen halotherapy facilities — places with halogenerators — in North America, according to Leo M. Tonkin, the founder and chief executive of Salt Chamber, a supplier of dry salt therapy equipment, based in Boca Raton, Fla."

In the last four years, the number has grown to 300 salt chambers,” said Tonkin, who is also the founder of the Salt Therapy Association, a trade group. “There’s been a rapid growth in stand-​alone salt facilities and in resorts adding a salt room as an amenity. Day spas have taken an underutilized area and turned it into a salt room, and clubhouses of some high-​end residential developments are adding salt rooms.”

Day spas can add this salty trend to increase revenue and new customers! 12.1% of U.S. adults said they intend to pay for facials or other day spa services during the next 12 months in the most recent AudienceSCAN survey.

"Economics are a big driver: A visit to the sauna or steam room is generally included in the basic spa fee at hotels and resorts, but salt rooms often cost extra," Joanne Kaufman writes.

"Adding salt therapy to spa services is another moneymaker. At the Four Seasons Resort in Oahu at Ko Olina, 25 minutes in the salt chamber costs $65. The so-​called Ha Ritual — which involves 50 minutes in that chamber, with guided meditation, a dry salt foot scrub and a massage — runs $190."

"But there are occasional bargains. At the Breathe Salt Room on Park Avenue in Manhattan, the “salty yoga” classes are $35, the same cost as a standard salt session."

Let customers know about salt caves and salt therapy through advertising campaigns that appeal to their moods. The new AudienceSCAN survey showed 48% of Day Spa Customers want to buy things that make them feel "healthy" and another 35% want to feel "relaxed."

"Entrepreneurs have taken note. Tonkin estimates there are 100 stand-​alone salt facilities around the country, generally two- or three-​room studios that charge $30 to $50 per session, though discount packages and membership arrangements can lower the price considerably."

Show off salt caves through daily deal offers. The new AudienceSCAN study found Day Spa Customers are 78% more likely than average consumers to take action after seeing daily deals.

"The décor can be a big part of the lure. Some of the spaces are outfitted to look like Zen relaxation rooms, some resemble caves, and some have backlit blocks of amber and pink salt."

AudienceSCAN data is available as part of a subscription to AdMall for Agencies, or with the SalesFuel API. Media companies can access AudienceSCAN data through the AudienceSCAN Reports in AdMall.